Tourism Tasmania and Starcom work with Yahoo, JCDecaux and Experian for new campaign

Tourism Tasmania and Starcom have partnered with Yahoo and JCDecaux for the ‘Come Down For Air’ Tourism Tasmania campaign, using Experian’s consumer classification tools.

The announcement:

Tourism Tasmania and Starcom have partnered with Yahoo and JCDecaux to launch a market-first data integration with Experian.

As part of the latest ‘Come Down For Air’ campaign aimed at inspiring travellers to let go of the straitjacket of modern life, Tourism Tasmania has matched and targeted two of its long held and highly specific audience profiles via this market-leading partnership.

Tourism Tasmania worked with media agency Starcom to utilise Experian’s robust consumer classification tool, which segments every Australian household into one of 14 groups and 51 types to match the brand’s niche customer identities. The Experian data was overlayed and activated into various media channels for Tourism Tasmania including JCDecaux’s outdoor inventory – allowing the direct targeting of its two desired audience profiles as well as ensuring the delivery of a meaningful and omnichannel campaign to potential Tasmanian travellers.

Starcom Australia account manager, Manon Jardin, said: “We always strive to deliver the best solutions to our clients, especially when it comes to audience targeting. This first-to-market opportunity with Yahoo and JCDecaux took our omnichannel strategy to the next level and is generating fantastic results and engagement for Tourism Tasmania’s Come Down For Air campaign so far.”

Yahoo senior platform strategy lead, Keren Homan, said: “Yahoo is incredibly excited to deliver the second instalment of this market-leading approach to Omnichannel and Programmatic Digital Out-of-Home through Tourism Tasmania’s ‘Come Down For Air’ campaign. The partnership between Yahoo, Starcom, Tourism Tasmania and JCDecaux is one that continues to grow, consistently finding new innovations and approaches that encourage Australians to experience Tasmania.”

Brad Palmer, national programmatic director, JCDecaux Australia said: “Being able to trade Out-of-Home programmatically has opened up a huge number of opportunities for advertisers looking to leverage data to strategically target specific audience segments. It’s been fantastic to partner with Tourism Tasmania and Yahoo to push the boundaries and test and learn – and to see such strong, tangible business results is very promising. We’re looking forward to building on this collaboration throughout 2023.”

Source: Publicis Groupe